Author(s)

Rakibul Hasan Chowdhury

Affiliation(s)

CCBA certified & Member, International Institute of Business Analysis (IIBA), USA.

MSc. Digital Business Management (2022), University of Portsmouth, UK.

Corresponding Author

Rakibul Hasan Chowdhury

ABSTRACT

This paper explores the role of digital marketing in promoting sustainability and ethical branding, emphasizing how these practices shape consumer perceptions and engagement. As consumer awareness of environmental and social issues grows, brands are increasingly challenged to communicate their sustainability commitments and ethical standards transparently. This study employs a mixed-methods approach, combining quantitative surveys and qualitative case studies, to analyze the effectiveness of various digital marketing strategies in fostering trust and loyalty among eco-conscious consumers. Findings highlight the critical impact of social media engagement, influencer partnerships, and educational content in building authentic brand reputations. The research also addresses challenges such as greenwashing and the need for ethical transparency, underscoring the importance of verifiable, data-backed communication. The paper concludes with practical recommendations for brands to enhance authenticity and trustworthiness in digital spaces and identifies areas for further research to deepen understanding of sustainability marketing across different cultural and regional contexts. This study contributes valuable insights for brands and marketers aiming to navigate the complexities of ethical branding in an increasingly digital and consumer-conscious world.

KEYWORDS

Sustainability marketing; Ethical branding; Digital marketing; Consumer perceptions; Greenwashing; Social media engagement; Corporate Social Responsibility (CSR); Stakeholder theory; Transparency

CITE THIS PAPER

Rakibul Hasan Chowdhury. Sustainability marketing and ethical branding in the digital space. Journal of Trends in Applied Science and Advanced Technologies. 2024, 1(1): 18-27. DOI: https://doi.org/10.61784/asat3002.

REFERENCES

[1] Smith J. The role of digital platforms in promoting sustainability marketing. Journal of Marketing Research, 2020, 57(4): 567–580.

[2] Brown R. Greenwashing and its impact on consumer trust in sustainability claims. Journal of Business Ethics, 2018, 149(3): 987–1003.

[3] Lee H, Chen K. Transparency and authenticity in sustainability marketing: A comparative analysis of global brands. Business Horizons, 2019, 62(2): 223–232.

[4] Anderson P, Gupta M. Social media as a tool for sustainable consumer engagement. International Journal of Digital Marketing, 2021, 12(5): 135–149.

[5] Unilever. Sustainable Living Plan Progress Report. 2020. https://www.unilever.com/sustainability.

[6] Patagonia. Environmental and social responsibility at Patagonia. 2021. https://www.patagonia.com/sustainability.

[7] IKEA. IKEA's renewable energy initiatives: Progress and future goals. 2020. https://www.ikea.com/sustainability.

[8] Chen Y, Wang X. The effectiveness of influencer marketing in sustainability campaigns. Journal of Consumer Behavior, 2020, 19(4): 321–335.

[9] Allbirds. Carbon-neutral operations: A case study in eco-friendly footwear. 2021. https://www.allbirds.com/sustainability.

[10] Johnson M, Park J. Blockchain applications in verifying sustainability claims: A conceptual framework. Journal of Emerging Technologies, 2021, 14(3): 211–230.

[11] Green D. Consumer trust and loyalty in sustainability marketing: Overcoming greenwashing challenges. Sustainability Studies, 2019, 11(6): 423–435.

[12] Starbucks. Sustainability and ethical sourcing: Starbucks’ approach to transparency. 2021. https://www.starbucks.com/sustainability.

[13] Social Media Trends Report. How sustainability campaigns leverage social media engagement. 2021. https://www.socialmediatoday.com.

[14] Global Consumer Insights. Perceptions of sustainability across cultures: A global survey. 2020. https://www.globalconsumerinsights.com.

[15] Wang L, Choi H. The integration of AI and blockchain in enhancing transparency for ethical branding. Technological Advances in Marketing, 2021, 17(8): 145–159.